NEW QUALITATIVE SOLUTION FOR AGENCIES
VIEW32™ Statistics Help Buyers Reach Precise Target Audience
FOR IMMEDIATE RELEASE
September 23, 2005
Strata Marketing, Inc. is pleased to announce a new standard for qualitative
ratings analysis. Strata’s VIEW32™ has been enhanced to include several
qualitative statistics for use by buyers who want to take ratings analysis
to the next level. Working with Communications Target Advertising Group
(CTAG) of Huntsville, OH, Strata has developed the ability to incorporate
a Qualitative Target Value (QTV) inside a buyers' worksheet. This feature
allows media buyers to combine their existing quantitative ratings with
their qualitative data to define and deliver a more exact target audience
for their clients. It’s similar to qualitative weighting, but can be much
more precise. These new calculated statistics, which are exclusive to VIEW32™,
include the ability to generate a Qualified CPM. The Qualified CPM is based
on the cost of reaching a thousand viewers in the distinct profile of a target
audience. The ability to compare this against a traditional CPM (cost per
thousand based solely on demographic data) allows media buyers the unique
ability to differentiate the value of media; this would not be possible
through quantitative analysis only. In short, buyers don’t have to settle
for quantity or quality, they can have both.
The use of this unique feature will have a significant impact on an agency’s
ability to win and/or keep business. Media Buyers who combine quantitative
and qualitative factors with Strata software can better demonstrate to their
clients why they are uniquely qualified to serve them. Strata agencies will
be delivering an audience of potential customers based on buying habits, personal
data, and other considerations instead of simple demographic analysis. Quickly
becoming the new standard for discerning buyers, these qualitative/quantitative
calculations can help buyers be more exact in their drive to provide their
clients with only the audience advertisers want to reach. Campaigns will
always be “on target” and “cost effective”.
Qualitative factors can be generated for any type of media and from any
qualitative analysis product that can produce a qualitative cume percentage
and qualitative indices. Media buyers on Strata software can now utilize
Strata’s new Agency Qualitative™ solution (Agency Qual). Agency Qual quickly
and easily delivers detailed qualitative profiles and creates colorful
presentations for your clients. The qualitative factors generated in
Agency Qual are then used in VIEW32™. Qualitative delivery can be viewed
on the live schedule, right next to the demographic data. In the near
future, Strata will announce “automatic load” functionality that will
import those qualitative factors (generated in Agency Qual) directly
into the VIEW32™ worksheet.
Strata Marketing, Inc. is a Chicago-based company that develops premier
software applications for the media industry. More than 10,000 media
professionals in the radio, television, cable, and media buying industries
use Strata software every day.
CTAGLLC is an Ohio-based Company that develops research solutions for
small to mid-sized agencies. This qualitative approach allows planners
to communicate optimum network efficiency to buyers.
For more information about the Agency Qualitative Solution, please contact:
Mike McHugh
Strata Marketing, Inc
312-222-1555
mmchugh@stratag.com
David Gettys
CTAG
937-842-9881
dgettys@ctagllc.com
